es european promotional campaign of sustainable sheep and
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European Promotional Campaign of Sustainable Sheep and Goat meat in Spain and
Hungary (2018-2020)
The production of Spain and Hungary account for more than 27% of EU-27 total production. This means that one of every four European lambs is involved in the campaign.
The current communication strategy of INTEROVIC and SPB, was originated in 2014 by
INTEROVIC, when consumption of lamb meat in Spain had decreased significantly (-
50% in 10 years), forcing many farmers to abandon production/rural areas and leaving these
areas with no future.
Since then we have been working on making lamb meat more appealing for the actual
consumer, with a very clear aim:
1. Adapting our meat category to new forms of consumption – healthier meats, quick
and easy to prepare.
2. Positioning light lamb and goat meat as highly sustainable.
EUROPEAN CAMPAIGNS
European Campaign European Campaign
YEAR 2018-2020 2021-2023
TOPIC
MULTI PROGRAMME Programmes increasing the awareness of
Union sustainable agriculture and the role of
the agri-food sector for climate action and the
environment
MULTI PROGRAMME Information provision and promotion
programmes highlighting the specific features
of agricultural methods in the Union and the
characteristics of EU agri-food products,
COUNTRIES SPAIN AND HUNGARY SPAIN AND HUNGARY
2018-2020 CAMPAIGN
Increase knowledge and recognition of European sheep and goat meat in terms
of its sustainable production method in the Union, as it is a meat only
produced in rural areas contributing to sustainability and respect for the
environment, traditions and well-being of animals, amongst consumers in
Spain and Hungary.
Increase the consumption of sheep and goat meat from the European Union
by deseasonalizing consumption (promoting consumption outside the usual
festivity timeframe).
OBJECTIVES:
OUR POSITIONING
We provide value by differentiating ourselves from other meats, as we offer "tasty meat with a
natural, sustainable origin”. Because, while you consume sheep and goat meats, you are contributing
to the maintenance of rural areas.
“Choose European origin for the lamb and goat meat and enjoy a sustainable andnatural meat”
Reaching United Nations Sustainable Development Goals
CAMPAIGN SPOT
MAIN ACTIONS : Spain and Hungary
• PROMOTIONS AT THE POINT OF SALE with +5.5 million consumers
reached.
• +340 million TV impacts with our spot and 6.5 million ONLINE visualizations
• SOCIAL MEDIA community of over 90,000 followers and 8 million
users reached.
• +1,290 press, TV and online mentions for the amount of 7 million EUROS.
• +225,000 impacts on Hospitality sector professionals.
SPAIN: We have managed to position lamb meat
as sustainable meat: lamb is positioned by far
as the meat most associated with
sustainability, achieving an increase of 14%
compared to the 2017 data collection.
HUNGARY: The perception of lamb meat has
improved by 10% during the campaign in
Hungary.
COMMUNICATION
WHAT HAVE WE ACHIEVED…?
WHAT MEAT WOULD YOU SAY IS PRODUCED WITH THE
GREATEST REGARD TO SUSTAINABILITY, I.E., USING FEWER
RESOURCES AND THEREFORE BEING MORE ECO-FRIENDLY?
Lamb/ light lamb
Beef
Chicken
Pork
Rabbit
Goat
Turkey
DISTRIBUTION
SPAIN: After 3 years we have 8,000 loyal butcher shops
and the campaign is valued positively by 75% of the
sector in helping to boost sales.
HUNGARY: By the end of the 3rd year 40% of the
restaurants involved have introduced the new cuts.
WHAT HAVE WE ACHIEVED…?
Considerations…
Food for thoughts
1. Economic development of rural areas in the EU: This production contributes to the creation of economic wealth in rural
areas: Spain, production takes place on 114,826 sheep farms and 77,299 goat farms, while in Hungary, around 15,000 families
are involved in sheep farming, and some 19,000 are dedicated to goat livestock. In both cases, farms are located primarily in
the most economically depressed areas of the country.
2. Grazing is a thousand-year-old profession and traditional production to keep the European rural population in production
areas by creating employment opportunities that will allow younger generations to enter the job market in their regions.
3. Our sustainable method of production represents a competitive advantage compared to lamb or goat meat from third
countries and other meats.
4. Grazing helps fighting climate change, as it is a long-term carbon sink, as well as strengthening biodiversity, making
sustainable use of water and land, and reducing the risk of wildfires and desertification.
5. Lamb meat is the best alternative for a varied and balanced Mediterranean Diet from an environmental and sustainable point of view.
El conte
nid
o d
e e
sta
cam
paña d
e p
rom
oció
n r
epre
senta
únic
am
ente
las o
pin
iones d
el auto
r y
es
de s
u e
xclu
siv
a
responsabili
dad.
La C
om
isió
n E
uro
pea y
la A
gencia
Eje
cutiva d
e C
onsum
idore
s,
Salu
d,
Agricultura
y A
limenta
ció
n
(CH
AF
EA
) no a
cepta
n n
inguna r
esponsabili
dad p
or
el uso q
ue p
ueda h
acers
e d
e la info
rmació
n q
ue c
ontiene.
Thanks